A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers

作者：

Highlights：

• To identify consumer perceptions towards social media advertising approach and relationship to developing brand image for companies.

• Examine how Facebook advertising impacts user likelihood of elaboration in regards to generate further messages from a brand.

摘要

•To identify consumer perceptions towards social media advertising approach and relationship to developing brand image for companies.•Examine how Facebook advertising impacts user likelihood of elaboration in regards to generate further messages from a brand.

论文关键词：Facebook,Social media,Advertising,Brand equity,Brand image,Purchase intention

论文评审过程：Available online 7 April 2015.

论文官网地址：https://doi.org/10.1016/j.chb.2015.03.051